Learning and Memory Flashcards
Learning:
A relatively permanent change in behaviour that is cause by experience. Our own experience (direct) others experience (vicarious). It is an ongoing process.
Classical Conditioning
It occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own.
Over time, this second stimulus causes a similar response.
Learning = responses to external events
“Black box”
Observable behaviour
Classical conditioning and
instrumental conditioning
Instrumental Conditioning
operant conditioning
The individual learns to perform behaviours that produce positive outcomes and to avoid those that yield negative outcomes.
Instrumental Learning
Positive reinforcement (reward)
Negative reinforcement (avoid negative outcome)
Punishment (response followed by unpleasant events)
Reinforcement Schedule
The set of rules by which appropriate reinforcements are given for a behaviour.
Fixed-interval
Variable-interval
Fixed-ratio
Variable-ratio
Observational Learning
We watch others and note reinforcements they receive for behaviours
Vicarious learning
Socially desirable models/celebrities who use or do not use their products
Modelling:
Imitating others’ behaviour (celebrities/athletes)
Memory:
Acquiring information and storing it over time so that it will be available when needed
Information-processing approach
Mind = computer and data = input/output
Products as Memory Makers
Furniture, visual art and photos call forth memories of the past
Autobiographical memories
Power of nostalgia
Retro brands
a sentimental yearning for the happinessof a former place or time
Power of nostalgia
In the past, things are simpler, and we are younger!
Retro brands
Retro brand (an updated version of a brand from a prior historical period).
Stimulus generalization
similar stimuli evoke similar responses
Tendency of stimuli similar to a conditioned stimulus (sugar pills resemble real pills) to evoke similar, conditioned responses.
Family branding
Product line extensions
Licensing
Look-alike packaging
Stimulus Discrimination
similar stimuli do not evoke similar responses
